“I am wearing what my avatar is wearing”: the effect of avatar realism on mental simulation in the metaverse

Purpose This study aims to investigate the impact of mental simulation triggered by avatar realism on product attitudes. Specifically, this study applies a mental simulation framework when consumers try fashion items on avatars in the metaverse. As metaverse consumers envision themselves as avatars, mental simulation can explain how avatar realism makes them perceive and evaluate fashion products. Design/methodology/approach Across two experimental studies, this study manipulates the level of avatar realism. Two versions of a short video clip depicting various avatars in the metaverse were used as stimuli. A total of 106 participants for Study 1 and 137 participants for Study 2 were recruited through an online research company. Data were analyzed with SPSS 26.0 using the PROCESS macro. Findings The avatar realism influenced consumers to perceive greater similarity and to easily simulate the fashion item on their own, resulting in a better product attitude. In addition, this study demonstrated a serial moderated mediation effect. According to CLT, where individuals’ construal levels (i.e. abstract vs concrete) differ according to the characteristics of the given decision, individuals with an abstract processing mode focus on commonalities. Thus, they perceived avatars to be visually similar to themselves regardless of the degree of avatar realism. Originality/value The findings of the study contribute to the literature on metaverse marketing, focusing on consumer–brand interaction through avatars. This further helps industry practitioners understand and employ avatar features to attract consumers to virtual fashion products.